Geezers or Geeks: Target Your Market

By LeeAnn Prescott, Imedia Connection

Hitwise analysis of the iPhone and Windows Vista launch promotions shows vastly different strategies that resonated for each product's audience.

January was an exciting month for techies, with Apple's announcement of the iPhone at Macworld on January 9 and the release of the long awaited Windows Vista operating system. The strategies of the two companies could not be more different, particularly when it comes to their product launch strategies. While it may seem like a stretch to compare the announcement of the upcoming release of a smart phone to the actual release of a new version of an operating system, there are important lessons for marketers in how to communicate to differing target audiences.

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